Industrial Marketing Today

MAY 21, 2010

Keep your focus squarely on finding topics that are of interest to your target audience and developing content. Some bloggers suggest that you pick topics that revolve around popular search terms/phrases used by your audience. Capture visitor information – Implement a method to capture visitor information from your business blog.

Web 2.0 60

Web 2.0 Buying Cycle B2B Blogger 60

Industrial Marketing Today

FEBRUARY 12, 2011

It is difficult nowadays to find a marketing company or an independent expert not using a business blog to attract and engage with its target audience. I use this blog to reach a wider audience than before, drive more traffic to my industrial marketing company’s Website and establish my expertise in this niche.

Co-Registration 60

Co-Registration Paid Search Agency Companies B to B 60

Industrial Marketing Today

DECEMBER 1, 2011

Truth: Optimized content is how your target audience finds you when searching for solutions to their problems. Myth: We want our site visitors to call our sales team for more information. Myth: Nobody reads all that content. Truth: Don’t wait for the phone to ring, that call may never come. Easy, right? Not exactly.

SIC 60

SIC Peer-to-peer Buying Cycle Copywriting 60

Industrial Marketing Today

MAY 26, 2010

By the time buyers reach the Procurement stage, supplier Web sites and catalogs are the most important information sources. Those that drop off the list are often those who did not provide the right level of information to buyers or did not meet some other perceived or real need in the buyer. Sounds simple, right?

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Buying Cycle Buy Web 2.0 Allocation 60

Industrial Marketing Today

SEPTEMBER 21, 2011

The key here is to clearly understand the pressing issues of your engineering audience and then create content that addresses those pain points. 42% of engineers and specifiers said they couldn’t find complete and detailed product or capabilities information on suppliers’ websites ( Source: ThomasNet’s Industry Market Barometer™ ).

Marketing Websites 60

Marketing Websites Wiki Content Buying Cycle 60

Industrial Marketing Today

AUGUST 20, 2010

So I’m not only familiar with an industrial marketer’s target audience, I am the audience or at least a member of it. Anything you can do to help them find the right information quicker will score big with engineers. Website copy optimized for keywords and phrases is how your technical audience will find you.

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Scoring 60

Industrial Marketing Today

OCTOBER 1, 2011

In my conversations with industrial companies about inbound marketing, I find my audience agreeing with me up to a certain point and then there is a big disconnect. They must help marketing create content that the target audience will find relevant in educating, informing and moving them to take action.

Top of Funnel 60

Top of Funnel Inbound Marketing Bulldog Solutions Lead Scoring 60

Industrial Marketing Today

JANUARY 14, 2011

Just as publishers start by learning everything about their target audience and what information they want, content marketers must realize it is not about them but about their customers. He/she is inundated with business plans, presentations and proposals but only a chosen few get called back for more in-depth information.

Content Marketing 60

Content Marketing High Quality Lead Planning BtoB 60

Industrial Marketing Today

JUNE 19, 2010

Even if you have carefully segmented your target audience by demographics, different people within the same company can and do react differently to your content. And they use different sources to get their information. The chart below from a research study done by Forrester illustrates this point very clearly.

Relevance 60

Relevance B2B Marketing CMS Development Buying Cycle 60

Industrial Marketing Today

FEBRUARY 7, 2011

Free and valuable content is usually in-depth technical articles written by engineers and not produced by marketing as bait for capturing someone’s contact information. Here’s how: They clearly define their target audience and quickly segment their site visitors by using common industry classifications.

Rules 60

Rules Paid Search Agency Companies Content Marketing 60

Industrial Marketing Today

FEBRUARY 7, 2011

Free and valuable content is usually in-depth technical articles written by engineers and not produced by marketing as bait for capturing someone’s contact information. Here’s how: They clearly define their target audience and quickly segment their site visitors by using common industry classifications.

Paid Search Agency 60

Paid Search Agency Companies Content Buying Cycle 60

Industrial Marketing Today

AUGUST 26, 2011

They provide examples of how the target audience behaves in their personal lives where they TiVo through commercials, use caller ID to ignore telemarketing calls, direct mail pieces go straight to trash and of course, nobody ever reads a newspaper or a trade magazine anymore.

Inbound Marketing 60

Inbound Marketing Paid Search Agency Companies Ad Frequency 60

Industrial Marketing Today

SEPTEMBER 2, 2012

What kind of content will educate your customers and help them make an informed buying decision (Move away from price). Not every web design company has the required skill set that includes creating content for an industrial audience. How to research keywords and write optimized copy to attract the right traffic (SEO).

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Design Wikipedia Content Sales Qualified Leads 60

Industrial Marketing Today

OCTOBER 25, 2011

Effective content marketing requires developing content that your target audience will find relevant to their needs, roles and the stage that they are at in their buying cycle. See my earlier post, “Inbound Marketing Must Set the Table for Industrial Sales.”.

Top of Funnel 60

Top of Funnel Marketing Funnels Content Marketing High Quality Lead 60

Industrial Marketing Today

JULY 25, 2011

A manufacturer of pre-engineered metal buildings has taken this popular B2C online marketing tactic and used it to help architects, contractors and commercial building owners make a more informed decision. The target audience in the metal building industry tends to be conservative and have a traditional mindset when it comes to marketing.

Tactics 60

Tactics Online Marketing B2B Thought Leadership Merchandising 60

Industrial Marketing Today

JUNE 8, 2010

Create and deliver useful information such as white papers, industry research and trends and how-to guides for selecting the right solution provider. Before you can deliver your content and engage with your target audience, they need to find you! Actively participate in forums where your target audience hangs out.

Buying Cycle 60

Buying Cycle Buy Work Management Marketing Management 60

Industrial Marketing Today

SEPTEMBER 12, 2011

Compounding the problem is the fact that they have been burned before by consultants and copywriters who were clueless about engaging with an audience of engineers and industrial professionals. Their call to action was asking site visitors to call the toll-free number in order to get the latest information.

Paid Search Agency 60

Paid Search Agency Marketing Management Content Buying Cycle 60

Industrial Marketing Today

APRIL 26, 2010

His 4C’s are: Content – the creation of a steady stream of engaging content Connection – connecting with the audience you wish to attract Communication – communicating with them in an ongoing conversation Conversion – and then converting them at the illusive moment of need What is content marketing? Don’t sell. Don’t interrupt.

Marketing Budget Creation 60

Marketing Budget Creation B2B Marketing Web 2.0 Marketing Budget 60

Industrial Marketing Today

JANUARY 3, 2011

Attracting more industry analysts and influencers who are drawn in by your fresh, informational and educational blog content. By taking the time to carefully define the purpose and the target audience for your business blog, you can create a new channel for sales leads for a lot less than other marketing strategies.

Top of Funnel 60

Top of Funnel Business Blogging High Quality Lead Business 60

Industrial Marketing Today

FEBRUARY 21, 2011

And I have used some of these tactics to help my industrial clients make their content more relevant in engaging with their target audience and converting more of them into qualified sales leads. You’ve got a winner if your online content makes it easier for them to find relevant information with the least number of clicks.

Relevance 60

Relevance Sales Qualified Leads Sales Leads Marketing Qualified Leads 60

Industrial Marketing Today

SEPTEMBER 1, 2011

List segmentation is probably second only to relevant content when it comes to making your e-mails relevant to your target audience. The longer the cycle, the less frequently you will have to do this. Better Segmentation, More Relevance. Your list should be segmented into at least two broad categories – prospects and customers.

Relevance 60

Relevance List Brokers Opt-out Marketing Analytics Tools 60

Industrial Marketing Today

JULY 23, 2010

The more detailed and specific information you can provide with the least number of search queries or clicks, the better will be the user experience. As an added bonus, you can share your slideshow with much a larger audience by uploading it to a site like slideshare. That’s good news but it also creates a credibility problem.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

APRIL 30, 2010

Not just any content, but ideas, information and expertise they find relevant and helpful for answering questions they have about problems they’re trying to solve. Recycle - Don’t toss out content that’s no longer pulling the audience it once did. Designing content for 1X use is wasteful.

Planning 60

Planning B2B Marketing Emarketing B2B 60

Industrial Marketing Today

JULY 6, 2010

However, it is not so easy to translate features into benefits that really engage and speak directly to your target audience. It is only when you tie them together or translate features into benefits can you engage with your target audience and increase your success rate of closing the sale. Thank you for a very informative post.

Features 60

Features Web 2.0 Planning Work Management 60

Industrial Marketing Today

JANUARY 26, 2010

Make judicious use of Facebook, LinkedIn and Tweeter to communicate directly with your core audience and gather free market intelligence. Provide this information in plain English with compelling reasons for people to do business with you. Provide multiple ways to access relevant information with minimal clicks.

Rules 60

Rules Marketing Websites Web 2.0 Buying Cycle 60

Industrial Marketing Today

JUNE 29, 2010

In the later stages, supplier Web sites and catalogs are the most important information sources. Use social media selectively to engage with your target audience in a more personal way and humanize an otherwise impersonal interaction that is purely transactional. That’s the goal of every branding effort.

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

Industrial Marketing Today

MAY 5, 2010

Using content or Inbound Marketing , you are able to make that key connection with your prospects by delivering specific content needed in order to make an informed decision. Your prospects are at different stages of their decision making process when they visit your site. You can’t satisfy all of them with one-size-fits all content.

Sales Cycle 60

Sales Cycle Web 2.0 Buying Cycle Privacy Policies 60

Industrial Marketing Today

JULY 14, 2010

I searched Wikipedia for information but couldn’t find an exact definition. It’s a way for organizations to further their role as a resource to their audience. in Museum Studies, but the idea of acting as a curator of information to post on our website for the benefit of our clients and customers is extremely interesting.

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Curation RSS Web 2.0 Content Marketing 60

Industrial Marketing Today

MAY 14, 2010

However, industrial marketers face a challenge when it comes to producing a steady stream of fresh content to keep their target audience engaged. 4 comments… read them below or add one } Eric Goldman May 17, 2010 at 5:16 pm Achinta; This is a great article with much relevant information in it. Thanks for sharing!

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Webinar Metrics Marketing & Strategy Marketing Strategy Product 60

Industrial Marketing Today

SEPTEMBER 27, 2010

Digital marketing has also changed how industrial and technical buyers behave, search and consume information that they need at different stages of the buy cycle. They prefer to consume information at their convenience and in their preferred format. Don’t make it mere word-for-word translation in different languages. Not so fast!

Social Media 60

Social Media Social Marketing Media Planning 60

Industrial Marketing Today

JUNE 3, 2010

Don’t be persona non grata – take the time to really understand the persona of the target audience. Harness that power by gathering all the information and then editing the material into cohesive content. It is our job then as marketers to massage it and add some sizzle in order to persuade the reader to take a desired action.

Marketing Websites 60

Marketing Websites Web 2.0 Work Management Buying Cycle 60

Industrial Marketing Today

MAY 31, 2010

You need to optimize it for search engines in order for your target audience to find your B2B blog (see my earlier post, “How to Use a B2B Blog to Win Customers and Influence Prospects” ). I have listed some easy, do-it-yourself (DiY) SEO tactics to optimize your WordPress blogs for search engines.

Optimization 60

Optimization SEO Buying Cycle Web 2.0 60

Industrial Marketing Today

NOVEMBER 1, 2010

Objectives: To own the space as the thought leader, build familiarity and gain trust for a wide variety of topics and technologies that are of interest to specific audiences; generate contacts (customers) that lead to profitable sales; and deliver more sophisticated customers support. Results: 2.7 times increase in website traffic; 3.2

Business Blogging 60

Business Blogging Enterprise Management Paid Search Agency ROI 60

Industrial Marketing Today

MAY 11, 2011

For one thing, you don’t have a ready-library of product data sheets, engineering and performance information to use as relevant content. Instead, you have to do it by delivering a steady stream of relevant content, relevant to your target audience and not you. There is very little to differentiate one from another.

Thought Leadership 60

Thought Leadership Marketing Management Peer-to-peer Service 60

Industrial Marketing Today

OCTOBER 26, 2009

A Home page is great for attracting prospects at the top of the sales funnel that may have found your site using generic search terms and are just looking for information on companies in your market. Do they ask for information that you feel is irrelevant to your intent? What’s the solution? How did they find your site?)

Traffic 60

Traffic Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

APRIL 11, 2011

Engineers are known to be information junkies who crave specifics. Superficial product information and marketing fluff won’t cut it with this audience. In order for them to specify your industrial products with confidence, they need lots of product details. That is not true when it comes to writing for engineers.

Content 60

Content Marketing Proposals Case Studies Case Study 60

Industrial Marketing Today

JUNE 17, 2011

If you are the Sales & Marketing Director or the Marketing Specialist in one of these companies, you need to: Sift through the volumes of online information about content marketing. These decision-makers are not going to change their mindset easily and overnight, adopt a philosophy of “think like a publisher.” .

Paid Search Agency 60

Paid Search Agency Content Marketing Companies Marketing Budget 60